Sales of assembled vehicles (808,000) are more or less stable compared to the first half of 2012 (812 000).
Peugeot has a number of opportunities to progress in the second half of 2013 and for the success of its strategy in the medium term. These include:
- The Marque’s performance in the majority of the large growing markets
- The success of recent launches (208, 2008, 301, 308 China)
- Launches due to take place during the second half (in particular the new 308)
- The confirmation of its policy of moving up-market
The first half of 2013 saw Peugeot continue its product offensive.
The 208 passed 400 000 units of production at its plants in France, Slovakia and Brazil. Barely a year after its launch, the heir to the Peugeot 2-series has won recognition throughout Europe, taking second position in the hotly contested B segment saloon category; at the end of May 2013, it had taken 1st place in the category in France, Holland and Denmark, 2nd in Switzerland, Norway and Portugal and 3rd in Belgium, Luxembourg and Slovenia.
In early spring, the range was enhanced with two emblematic versions: 208 XY, the chic and exclusive urban car and the stunning 208 GTi.
208 is contributing towards Peugeot’s move up-market: during the first half, 30 % of orders were for the higher trim levels.
The international deployment of the 208 was completed during the first half of the year with the start of production in Brazil and sales in Latin America and Russia.
The 208 sold 179,000 units in the period (20,815 in the UK).
The 2008 Crossover, launched at the start of May 2013 in Europe (18 July in the UK), has been exceptionally well received (29, 000 orders in total); as a result, orders in Europe during June were ahead of plan by 31 % with strong demand for the upper trim levels in the range. This success will lead to an increase in production capacity at the Mulhouse plant and the creation of an additional production shift; from October, 615 2008 vehicles will come off the lines every day at the Alsace site. In the UK, 700 advanced orders have already been received.
During the first half of 2013, the Peugeot 301 continued its sales deployment that started in the final months of 2012. It recorded 37,000 sales (40 % ahead of objective for the period) and during the second half will benefit from increased momentum in the markets where it was first launched – Algeria & Turkey and from additional volume in the regions where it was launched during the 2nd quarter of 2013 – the Middle East & Russia.
Peugeot’s environmental commitment can be seen in the figures for the first half: the offer of three HYbrid4 Diesel Hybrid models, the optimisation of petrol and HDi engines, the extension through the ranges of the new generation of 1.0 litre and 1.2 litre 3-cylinder petrol engines (on 208, 2008 and 301) and the wide application of e-HDi Stop & Start, have allowed Peugeot to reduce the average weighted CO2 emissions of its European range to 116.3 g/km against 121.5 g/km in 2012.
Europe: resisting well in terms of market share against a very competitive context
In a European car and light commercial vehicle market down by 6.7 % in the first half of 2013, with a still sustained competitive background, by choosing the most profitable channels of distribution, Peugeot has adopted a sound approach to its sales; the Peugeot marque achieved 473,000 registrations (394, 000 cars and 7, 000 LCVs), a drop of 10.3 %, corresponding to a market share of 6.6 %, against 6.8 % a year ago.
This change reflects an unfavourable market mix, with the persistent weakness of the big markets in Southern Europe, traditionally the most important for Peugeot.
During the 1st half of 2013 Peugeot confirmed its position as the 4th European marque, with a market share for cars and LCVs that is growing slightly in several large countries in the area, particularly in France, Spain, Italy and Holland. Peugeot’s performance in Spain should be noted in particular: with 37,300 registrations (8.7 % of the market), Peugeot has taken 1st place (3rd in the first half of 2012) in a market that is stabilising.
Finally, Peugeot has increased its share of the demand in Europe for LCVs to 10.8% (10.6% in the first half of 2012), so supporting its 4th place in this market.
Acceleration in overseas markets: progress in sales in most of the large growing markets
Peugeot’s offensive in overseas markets accelerated sharply during the first half of 2013, with sales of assembled vehicles (348,000), increasing by 21.2 % compared to the 1st half of 2012. As a result, sales outside Europe represented 43 % of Peugeot’s sales worldwide, against 35 % a year ago.
Peugeot is outperforming in several large growing markets
In China, Peugeot’s second largest market, the marque recorded sales of 139,800 in the 1st half, up by 35 % (+ 16 % for the market). As a result Peugeot achieved a market share of 1.9 %, an increase of 0.3 point. With 43,700 registrations, the saloon version of 308 has been an instant success as has the Chinese version of the 3008, production of which started in China at the beginning of the year, with sales of 24,600 – 40 % above objective.
In Latin America, sales increased by 15 % (86 300) during the 1st half of 2013.
In Argentina, with 52,000 registrations (+ 25 %), Peugeot reached a market share of 10.9 % (+ 1.5 points).
In Brazil (27,500 registrations), Peugeot expects to quickly recover ground in the second half of the year, by making the most of the recent launch of the 208, now produced at the Porto Real plant in the State of Rio de Janeiro.
In the Russian region, Peugeot invoiced 20,200 vehicles, before the build up of sales of the 208 and the 301, launched during the spring.
In the Mediterranean area, Peugeot is growing overall thanks to its performance in the Algerian market.
In Algeria, the 2nd largest market in Africa, Peugeot continues its strong growth, with the notable contribution from the 301, supporting its 1st place in the market: with 48,600 vehicles registered, up by 63 % (+ 13 % for the market), Peugeot recorded a penetration of 19 %, up 6 points compared to the 1st half of 2012.